Dig has been appointed as Soul Origin’s lead strategic and creative partner following a competitive pitch process. “Soul Origin has been serving specialty coffee and fast, healthy food in food courts and airports for over 14 years, serving over 22 million customers per year. It really is the destination for great food and drinks with no compromises,” said Lisa Ramsey, managing director of Dig. “From the start, Dig understood the job to be done, making our dishes look irresistible while crafting a tone of voice that connects with every audience,” said Petra Orrenius, chief marketing officer of Soul Origin. View this post on Instagram A post shared by Soul Origin (@soulorigin)The appointment follows Soul Origin’s 2025 win at the QSR Media Conference & Awards 2025, where the brand was recognised with the Best Brand Transformation Award.